Smart Engagement & Connected Experience New technologies also change the way we engage and connect with digital and physical experiences. For example, the physical store is still an essential part of the overall retail experience – but it must be connected to a company’s entire offering across multiple channels. Retail has entered an environment in which multiple channels operate as a touch point for the connected brand experience. The solu- tion is to use digital technology to engage with users in a smarter way, taking the best of the online and offline worlds to offer something new, innovative, and excit- ing. For businesses to truly adopt a connected experience, there is more than just a deep understanding required. The Future of Engagement includes an immersive experience for the end-user. Virgla is building the next generation of context aware, mobile content distribution and CRM plat- form. Connecting customers with their favorite brands. Virgla brings together users with brands at the time or location of relevance, creating a more personal- ized experience. The platform brings context to content by employing print recognition, sound recognition, ibeacons, and gamification. Country: Czech Republic Team: 7 MyStay is a Hotel Communication System, which provides a top class and tailor made for Hotel Guests via the MyAdmin system. MyStay creates applications for hotels which is installed on guests smartphones and used by them before, during and after their stay in hotel as a virtu- al hotel assistant. In addition, Hotel managers can administrate their hotel APP to quickly update con- tent, make special offers and analyze data from guests behavior. Country: Czech Republic Team: 11 8